A Study on the Effect of Mediating Roles on Attractiveness of Alternatives on the Relationship between the Quality of Beauty Service and the Service LoyaltyLee, You Mi; Rhee, Nan Hee;

Abstract

The purpose of this study was to investigate the mediating roles of relationship quality, satisfaction and trust, and switching cost during the process of the effects of service quality in the beauty industry. Assuming the attractiveness of alternatives of such structural relations may differ between paths of groups, effects of influence on the relation of each composition concept were investigated. This study adopted a three-dimensional model of service quality, "process quality", "outcome quality", and "environment quality." Amos was used to analyze the research hypotheses and the proposed model. The result of the study suggests that service quality positively influences relationship quality, and relationship quality yields service loyalty. The results also indicates that relationship quality positively influences switching cost and switching cost positively influences service loyalty. Each service quality dimension had a significant effect on satisfaction, trust, and the relative importance of service quality dimensions on satisfaction; trust followed the order of process quality, outcome quality, and environment quality. The moderating variable such as the alternatives` attractiveness is found to be important moderators of the path of the model.

De Ruyter, K., Wetzels, M., & Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), 436-453.

Jin, Y. (2010). The Actual uses of barbershops or beauty salons and the influence of the service quality on customer satisfaction and customer loyalty. (Unpublished doctoral dissertation). Seokyeong University, Seoul, Korea.

Lee, Y., & Rhee, N. (2008). A Study on the impact of service quality on service loyalty in the beauty service: The mediating roles of relationship quality and switching cost. Fashion & Textile Research Journal, 10(5), 625-635.